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Driving West Virginia Tourism: The Power of PR Strategies

Published on October 2, 2024, at 8:56 p.m.
By Macy Barshick.

West Virginia may be the definition of a hidden gem, full of natural beauty and untapped tourism potential. The Appalachian Mountains swallow the state, making it a nature lover’s dream. Rolling rivers, rock formations, dense forests and breathtaking landscapes contribute to the abundance of outdoor activities. Small, charming towns surround these sites.

However, despite these attractions, the state of West Virginia may not be the first thing that comes to people’s minds as a vacation destination. Preconceived notions can be formed quick due to economic challenges and negative stereotypes of West Virginia towns and residents.

Photo via West Virginia Tourism

This perception has overshadowed the beauty and opportunities it holds. Public relations efforts are crucial in shifting the narrative around West Virginia. By promoting its natural splendor, rich history and outdoor recreation, a well-crafted PR campaign can redefine the state’s image and spark interest among travelers. Strategic branding, storytelling and highlighting success stories of local businesses can position West Virginia as a premier destination.

And that is exactly what the West Virginia Department of Tourism has accomplished in recent years.

The “Almost Heaven” state
The iconic “Almost Heaven” tagline brilliantly captures West Virginia’s natural beauty and serene landscapes, drawing on the famous lyrics from John Denver’s “Take Me Home, Country Roads.” By emphasizing the state’s picturesque mountains, rivers and outdoor adventure opportunities, the tagline highlights West Virginia’s greatest strengths. Officially introduced as a tourism campaign in 2018, it became the state’s official anthem after Denver coined the phrase “Almost Heaven” to describe West Virginia in 1971. The line appeals to travelers seeking tranquility, nature and authentic experiences.

Through evocative imagery and storytelling, “Almost Heaven” presents the state as a peaceful, rejuvenating destination, tapping into nostalgia and a sense of escape. This strategy not only enhances tourism but also helps shift West Virginia’s narrative from economic hardship to a land of natural wonder. The state is not shy when it leans into John Denver’s famous song.

“It’s just really, when people are really patriotic, and they stand for the national anthem at baseball games, that’s ‘Country Roads’ for West Virginia. If you live there or not, it’s just a song that sparks so much emotion. So, still, I’m really glad that they keep running with that tagline,” said travel blogger Melody Pittman, owner of the “Wherever I May Roam” blog.

Photo via West Virginia Tourism

And why do people love it so much? It is the premier ATV trails, whitewater rafting and national park that Pittman credits to the increase of tourism in the past years.

“West Virginia has so many rural areas and outdoor offerings, so that’s a draw too, and still, years after COVID-19, that’s still a draw. West Virginia is a four seasons destination,” said Pittman.

Changing the narrative: Overcoming economic and perception challenges
The data paints a promising picture: The tourism sector has recently generated substantial revenue for West Virginia, providing much-needed support to local businesses and communities. In fact, 60,000 jobs in the state were supported by tourism in 2023, while $6.3 billion was spent by visitors to the state, and 24% of that was spent on recreational activities, according to the “2023 Economic Impact of Tourism in West Virginia” report.

This influx of tourism revenue is not only helping to boost the state’s economy but also demonstrating the power of effective public relations and marketing strategies. By promoting West Virginia’s natural attractions and outdoor activities, the state has successfully attracted a growing number of visitors, despite lingering perceptions of economic hardship. Special projects, such as waterfall and culinary trails, contributed to the 192% engagement increase on West Virginia tourism social media accounts, as stated in the “2023 West Virginia Department of Tourism Annual Report”.

PR strategies and success stories in WV tourism
One force behind West Virginia’s tourism increase was Emily Hatfield. Hatfield was raised in West Virginia, and is the former deputy secretary of the West Virginia Department of Tourism. Hatfield has seen firsthand what the power of PR can do to something as large as a state’s tourism department.

“Public relations in the tourism sector is an opportunity to tell a destination’s story on a national and even global stage, Hatfield said. “You can really lean into your authentic experiences. You can lean into your crafters, your local chefs, what you want to sell your destination as, and use public relations to get a story out there and in front of travelers who maybe have never heard about your destination or have perceptions of your destination that you’re looking to change.”

Photo via West Virginia Tourism

A notable success was the Destination Unknown campaign, which creatively brought visitors to West Virginia. The campaign featured stunning fall scenery without revealing that the destination was West Virginia. Through bus wraps, subway station ads and digital campaigns, people were encouraged to sign up for a free, blind vacation. Hundreds applied, imagining they were headed to a well-known destination for fall foliage. When they arrived and discovered they were actually in West Virginia, they were welcomed with the sounds of “Country Roads” and immersed in the state’s authentic Appalachian culture for three to four days.

The real victory came when participants, after experiencing West Virginia firsthand, reported a dramatic shift in whatever perceptions they may had of the state. The campaign allowed them to see the state as a hidden gem with high-end outdoor experiences and rich cultural authenticity, demonstrating the power of PR in reshaping narratives. This strategy not only attracted new visitors but also changed long-held beliefs about the state, providing a powerful example of how public relations can rebrand a destination and spark tourism growth.

A bright future
Public relations has the power to reshape perceptions and drive tourism growth, as evidenced by the efforts in West Virginia. By embracing storytelling, leveraging emotional connections and utilizing modern digital tools, the state has made great strides in overcoming its past reputation. While challenges remain, the ongoing efforts to promote West Virginia’s natural beauty, adventure opportunities and vibrant communities promise a bright future for continued tourism growth.

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